Presented at Elmira College Peterson Chapel on November 2, 2016. Dr. Lee is the Distinguished Professor of Communication Studies and Charles E. Zumkehr Professor of Rhetoric & Culture in the Scripps College of Communication at Ohio University.  

Samuel L. Clemens pioneered a modern understanding of the new information economy emerging in the U.S. in the years after the Civil War because he understood and marketed Mark Twain as a brand-name comic commodity.  Lee explains how Clemens managed the Mark Twain brand by extending it to some activities, excluding it from others, and exploiting its modern conception of the self in his public performances.

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